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Link in bio - Instagram Glossary

Link in bio refers to the single clickable URL Instagram allows in a profile, and to the landing pages built to work around that limit. Instagram now permits up to five links, but the phrase and the pattern have outlived the constraint that created them.

The standard implementation - a list of links on a hosted page - solves the wrong problem. It converts a specific interest into a menu, and menus lose people. Someone who came for one thing now has to choose from eight, and a meaningful share of them choose nothing.

The better pattern is to match the destination to the traffic. If a reel drove the visit, the link should go to the thing that reel was about. Where that is impractical, a storefront that can actually transact - sell the product, take the booking, capture the email - beats a link list, because it completes the journey rather than forwarding it.

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